Television: Introduction to TV Drama

1) How does this His Dark Materials trailer meet the conventions of a TV drama series?

It introduces an ensemble cast and lays the foundation for the narrative, alongside introducing multiple settings and important parts of the plot (for example, the "knife that can cut through worlds"). It has stock characters, such as the vicars in the church (at 0:30).

2) What genre (or genres) are suggested by this His Dark Materials trailer?

The main genres suggested by the trailer are a hybrid of fantasy and science-fiction. This is done through the settings in different worlds and also in laboratory / technological areas. There are props that also suggest the fantasy genre (such as the dial the protagonist is holding at 0:43) and the sci-fi genre (such as the machine at 0:46). Moreover, the costumes change consistently with different styles, suggesting an adventure-style genre. There is also a coming-of-age story suggested by the protagonist's young age.

3) What kind of characters and narratives are introduced in this trailer?

An ensemble cast is introduced (comprised of the young girl, boy and older man) that makes up the heroes of the story, with the rest presumably being less major characters or stock characters. The main villain of the story may be the lady in red, and the older man is most likely a parental figure to the protagonist ("I swore to keep her safe"). The narrative most likely follows the girl and her adventures, while being chased by villains and characters from other worlds ("There are multiple worlds out there, and people will be looking for her"). It introduces a disruption to the equilibrium ("these troubled times"), that the heroes of the story will try to recover.

4) What settings appear in the trailer?

Many different settings appear, such as forests, laboratories and cities. These most likely take place in different worlds, aiding in reinforcing the fantasy genre.

5) Who do you think the target audience for His Dark Materials is? Give reasons for your answer.

The target audience for His Dark Materials is most likely comprised of a younger, teenage audience as the story follows a young girl (catering to personal identity) and follows a similar narrative to many other famous teen-targeted series (a girl who is different or aiming to fix the world, or in this case, multiple). The story is less dark and gritty, so it is less likely to be aimed towards adults, and instead to younger people who are fans of fantasy, science-fiction and dystopian types of stories

Music Videos: Final Index

1) Music Videos: Introduction

2) Music Videos: BLACKPINK - How You Like That CSP

3) Music Videos: Arctic Monkeys - I Bet You Look Good on the Dancefloor CSP

Music Videos: Arctic Monkeys - I Bet You Look Good on the Dance Floor CSP

Audience:

1) What do we know about the Arctic Monkeys audience? Think demographics, psychographics and how they got into the band.

Arctic Monkeys' audience demographics are likely to be predominantly white, male and middle-
class, considering the band members themselves are as well. The psychographics could possibly be either the reformer or the explorer, as the band is indie rock and therefore quite niche - the reformer would enjoy the band's authenticity, and the explorer would enjoy discovering their music. As of now, it could also be the mainstreamer considering how popular the band is now.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

According to Blumler and Katz' theory:

• Diversion: The song is upbeat and fast - audiences could find diversion in it. Audiences could also find escapism in the 1980s feel of the music video, or just watching the performance itself.
• Personal Relationships: People who knew and followed the band before their debut / before their popularity boom may feel like they know the members personally.
• Personal Identity: Audiences could enjoy the live performance, or play an instrument themselves and see that reflected through the music video. They could also enjoy the intentional 1980s feel created.
• Surveillance: Fans could learn more about the members of Arctic Monkeys. For example, the instruments they play or what they believe about themselves - Alex Turner says "don't believe the hype."

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments?

The beginning shot features all the members, possibly appealing to a fan who enjoys their content as a group. Furthermore, the members are all quite young in this video, so perhaps, this moment could appeal to long-time fans who have known the band at that age, and who would enjoy the nostalgia factor that the scene provides. A lot of musical instruments and equipment are seen being held by the group members or in the background, potentially drawing in people who enjoy making their own music.

 

The rest of the music video doesn't have any other very significant shots, but the style of the music video uses specific lighting, filters and effects to achieve an older, 1980s look. This would appeal nostalgically to people alive at that time, and to people who are fans of the decade / time period. It also creates a sense of authenticity in relation to the band, when the music video is compared to other music videos at the time that were more high-budget, and filmed like movies. (More in-depth description on question 5)

4) How did fans take a leading role in making Arctic Monkeys famous back in 2005?

Arctic Monkeys gained their popularity mostly through word of mouth before - they would hand out free demo CDs to people who showed up at their small-scale performances. Their music was then put up on Soundcloud or shared through P2P sites, giving the band popularity by allowing their music to be heard by a much larger audience. This created a buzz around the band online, where communities, centred around them, began to share new songs and information on the members.

5) How are fans positioned to respond to the band? What does Arctic Monkeys want fans to think about their video?

The music video is intentionally 1980s-styled: it's set in a television studio meant to mimic the '80s, and uses a genuine '80s camera called an 'Ikegami 3-tube colour TV camera' to give the video a nostalgia factor through the film grain, colours, etc. This style of music video is intentionally different from the high-budget music videos that were beginning to be made, creating a sense of authenticity surrounding the band, positioning fans to respond to them positively: they want to feel like they personally know the members, like they're part of a small, niche/underground community not many know about (to feel special), or who want to discover something new, not manufactured.

Industries:

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

 

The Arctic Monkeys first achieved success without a record label - they created their own called 'Bang Bang Records', and recorded demo songs on CDs alongside performing at gigs. The band then handed these CDs to the audience freely, who then went on to share them. This built up an early fanbase who were familiar with the band and the sound of their music. Eventually, their music was shared on P2P sites and a fanbase was created online.

2) Why was P2P file sharing and Myspace an unexpected aspect to Arctic Monkeys' early success?

People who had CDs illegally shared them on P2P sites, such as Napster, as files. Although this wasn't originally known to the band, it was an unexpected aspect to their popularity as it created a much larger fanbase than the band had had before, online. Fans shared information about the band on online forums, and a buzz was created around them, causing their popularity to increase exponentially. Myspace, released in 2003, had also contributed greatly. It was one of the first major social networking sites where friends could talk to each other, and meet new people with similar interests on forums and chatrooms. As a result, the Arctic Monkeys were able to increase their audience without a record label.

3) How does the rise of Arctic Monkeys differ from how BLACKPINK were formed and became famous?

 

While the Arctic Monkeys became popular authentically, BLACKPINK was extremely manufactured. Arctic Monkeys began as a group of friends from school, who created music based on occurences in their lives and what they found interesting. Their music was, hence, not created to cater to a specific audience and instead found fans of its own. The band also began without a record label, creating their own and signing to a much lesser known label (Domino Records). They sang and performed in order to gain fans themselves, and handed out free CDs. This shows their authentic, self-started growth - they gained popularity through word of mouth and consistency. On the other hand, BLACKPINK was formed of 4 trainees who all auditioned to join YG Entertainment. They were consequently trained in performance, until they were considered ready enough to become a group publicly. Their debut was teased heavily beforehand on YouTube, building up hype from the audiences of other groups under the YG label, and fans of K-pop in general. They were manufactured to have a certain 'aesthetic' - their music caters to a very specific target audience (teenage girls, although they've grown to have a much wider audience), and most of their songs are not written by the members themselves, unlike the Arctic Monkeys' earlier music (some of BLACKPINK's songs are written by the members, such as 'Lovesick Girls' being written by Jennie and Jisoo). They were formed in very different ways and show the difference between authentic and manufactured groups.

4) Who is Arctic Monkeys record label and how many copies did they sell of their debut album? Why did they choose an independent record label?

 

The Arctic Monkeys' record label is Domino Records, and their debut album 'Whatever People Say I am That's What I'm Not' hit number one in the charts and sold over 350,000 copies in the first week of its release. They chose an independent record label in order to have more creative control - they wanted to be able to write music about their lives and experiences, much like their earlier songs. A larger record label would most likely not allow much creative control, writing songs for the band themselves and manufacturing them with a specific audience in mind, in order to make the maximum amount of money possible.

5) Looking at the wider music industry, has the internet been a positive or negative development for record companies and artists? Why?

 

Overall, the internet has been a positive development for record companies and artists. It has helped increase the amount of music listeners worldwide and has been a strong way for up-and-coming artists to gain fans and popularity. Fans are able to learn more about their favourite artists online and discuss them, invite in new fans and increase sales overall. It has also made it much easier for people to buy music. While some artists argue that the internet decreases their revenue as fans don't need to pay to listen, most of their popularity has likely come from the internet itself, and they would most likely not be in the same position they are in now without its help.

Music Videos: BLACKPINK - How You Like That CSP

Audience:

1) What are BLACKPINK fans known as - and what would the demographics / psychographics be for the BLACKPINK audience?

BLACKPINK fans are known as 'Blinks', and their demographics are mostly teenage girls, all across the world, but they are especially more popular in Western and Southeast Asian countries, such as the UK and USA, and the Philippines and Indonesia. This may be because of BLACKPINK's bold, strong style that gives Asian and female audiences powerful representation, hence, these audiences may consume their content as a form of empowerment. The psychographics would likely be the mainstreamer, considering BLACKPINK's widespread popularity, or the struggler, who would use their music as a distraction from real-life problems.

2) What audience pleasures are offered by the music video for How You Like That?

According to Blumler and Katz theory:

• Diversion: Fans use the music video as a form of escapism: colourful visuals, fast-paced editing, performance, costumes, etc. The settings are almost fictional and seem to travel across the world, providing a distraction from reality.
• Personal Relationships: Audiences watching the music video feel like they know the members personally as each member is given an individual identity: through their scenes, costumes, body language, etc.
• Personal Identity: Audiences can copy and see their own style represented in the music video, or may resonate with the music video due to being a dancer or singer themselves.
• Surveillance: Western audiences can learn of Korean culture and language, and vice versa. They could also learn the dance accompanying the song, or things about the members themselves.
  

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to BLACKPINK fans. Why did you choose those moments?

The opening shot would appeal to Blinks as it's somewhat of an enigma code: there's a wide, open arch with a model of a flying bird above it, stairs leading seemingly nowhere, with fire and torches surrounding the perimeter - almost as if BLACKPINK is welcoming the audience in. The flashing lights behind the set are also quite mysterious. As a result, audiences are likely to be interested in what's to happen next and continue the music video. The setting is also has connotations of royalty: due to the four supporting stone pillars (possibly representing the members) and stairs, perhaps illustrating these members as royalty themselves. Most significantly, the colour scheme is dramatically black and pink, reinforcing the brand identity that they have and targeting Blinks directly. This colour scheme is achieved through the shadows, which not only have enigmatic connotations themselves, but also point towards the stairs: the perspective is intentionally chosen in order to draw attention to the door in the background, creating intrigue and questions (What's behind the door? Is someone going to come out of it? If so, which member will it be?) that are answered in the next few cuts, as the BLACKPINK members sit on the stairs.

The shot at 1:35 in the music video, of the member called Jisoo, would appeal to Blinks through its high-budget feel, as they would have seen it in BLACKPINK's previous music videos, which they most likely enjoyed. This feel is created through Jisoo's costume and setting, both of which seem expensive: her dress is extremely detailed, long and put-together, the gold and red colour scheme makes her appear almost regal along with the crown-like headpiece; and the setting of burning umbrellas, with the embers falling onto a floor of water, is massively expensive and possibly references one of BLACKPINK's prior hits 'Playing With Fire', appealing to Blinks. There's no fleshed-out narrative attached to this shot, potentially appealing to Blinks who may want something easy to watch, where the members can still be seen. Her posture is also quite strong, empowering her and audiences of her demographic (female, Asian), and reflecting the message behind the music video, of "not being daunted by dark situations and [not losing] the confidence and strength to stand up again."

The ending shot would appeal to Blinks as well. The colour scheme is also black and pink, reinforcing their brand. Moreover, the set is quite luxurious, giving the music video a high-budget feel, which Blinks are likely to be used to and enjoy, as BLACKPINK's previous music videos have similarly high-budgets as well. This expensive feel is also created through the members' costumes, that are also black and pink. That, along with the fact that the members are all posing in the same way, helps the group feel more cohesive and connected; the members are made to feel closer together, appealing to audiences who enjoy seeing the interactions and relationships between members. Furthermore, the pose they have taken is quite strong and powerful, and the dancers around them are all wearing white (while they wear complicated, expensive costumes) and pointing towards them, making the members seem stronger once more. Perhaps, this would empower a similarly female and/or Asian audience, which would appeal to them.

4) How was the How You Like That music video marketed and promoted to the audience?

Before the video's release, a series of teasers were posted on social media, along with a reality show titled '24/365 with Blackpink' on YouTube (accessible to most audiences). Furthermore, a video of the members performing the choreography for the song was released in July 2020, and by March 2021 had achieved over 600 million views, leading to Billboard magazine placing it in the top 20 videos of the year.

5) Why is K-pop a global phenomenon and what has helped it to become so popular?

K-pop is a global phenomenon as it combines different cultures, so that multiple different audiences are able to consume a new kind of media previously unknown to them. In recent times, the amount of people present in fan communities has increased exponentially, encouraging more people to join. The atmosphere and culture surrounding these communities is also quite exciting - fans band up together and create a buzz around their favourite group's upcoming comeback, they obsess over the videos, interviews and reality TV shows that their favourite idols are in, etc. Being in a community of like-minded people who all like the same artists is what has helped K-pop spread globally (from personal experience).

Industry:

1) How were BLACKPINK formed and what records have they broken?

BLACKPINK were formed under YG Entertainment in 2016. The members had competed in worldwide tryouts, had trained for over 5 years and were revealed periodically before debuting as a whole group, with their first album 'Square One'. They have also broken numerous records: in March 2, 2019, BLACKPINK became the first female K-Pop artists on a Billboard Cover. in November 11, 2019, they became the first K-Pop group video with 1 billion views on youtube, and finally, in March 2024, they became the first K-Pop girl group to become part of the Spotify Billion's Club for reaching 1 billion streams on 'How You Like That'.

2) What other successful artists have YG Entertainment created? You may need to Google this.

Some artists under YG Entertainment include:

• TREASURE
• BabyMonster
• AKMU
• WINNER
• BIGBANG and G-Dragon
• IKON
• 2NE1
  

3) How has technology and the internet (known as technological convergence) changed the way audiences consume music videos?

Previously, audiences consumed music videos through music channels on television, such as MTV, and programs such as BBC's Top of the Pops. These were an opportunity for artists to promote their music and spread publicity. When YouTube was launched in 2005, music videos began to be primarily released and viewed there, instead of on specific channels. This made music videos accessible worldwide, and helped make many artists popular through the algorithm.

4) How do BLACKPINK and K-pop show that the media and music industries are now global?

BLACKPINK and K-pop show that these industries are now global as they combine multiple cultures. The styles of music within K-pop vary wildly: pop, R&B, and even afrobeats, highlighting how different cultures have influencced the music industry, making it global. Fans of K-pop come from all over the world to view content that they most likely wouldn't have watched or even been able to watch if they'd lived in the past. K-pop artists sell out arenas across the world because of their global popularity.

5) How are UK-based music videos regulated and what types of content require warnings? 

Some (not all as YouTube makes it difficult to regulate all music videos) UK-based music videos are regulated through the British Board of Film Classification (the BBFC) that also regulates movies. Content can be flagged and require warnings if it includes topics such as: dangerous behaviour, violence, drug abuse, sexual content, etc.